When it comes to search engine optimization, it’s easy to focus on Google. The search behemoth holds 67 percent of the search engine market share. But Bing and Yahoo, the other two big players, combined account for a substantial 29 percent of the market (18 and 11 percent respectively). Ignoring these two search engines when crafting your online marketing strategy means leaving significant opportunity on the table.
The good news is that what is good for Google is typically good for Bing and Yahoo. Having optimized title tags, high quality content and a strong external link profile all still score you brownie points among all three search engines. However, there are some nuances when it comes to optimizing for Bing and Yahoo that anyone wanting to compete in these search engines should be aware of.
Local Business Listings: Each search engine has its own set of local business listings. These are the search results shown alongside a map in the search, similar to what you might find in the Yellow Pages.
You must create or claim a business listing on all three search engines in order to optimize your presence on each. Claiming your business typically entails providing your business’ name, address, phone number and other information to the search engine as well as a postcard or phone call verification process.
Reviews: Each search engine displays customer reviews from different sources as part of their local business listings. Bing showcases reviews from Yelp, while Google and Yahoo display reviews from their own local platforms, Google+ and Yahoo Local.
All three display reviews from other sources around the Web such as Citysearch, Mojopages and Caring.com (Senior Living industry specific). Encourage your advocates to write reviews in a variety of places in order to maximize your presence on each, but with a particular emphasis on Google and Yelp for the most bang for your buck.
Social SEO: Social media plays a different role for each search engine. Being active on Google’s own Google+ – by posting regularly and engaging with high profile influencers — can positively impact how your business shows up in Google’s search results. Bing incorporates content from social networks such as Facebook and Twitter, typically in a right side panel of the search results page. Yahoo, on the other hand, doesn’t do much in the way of social media integration at the moment. Your search strategy should incorporate being active on a variety of social channels to stay competitive in the new world of Social SEO.
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